The Fear is Familiar
If you’re in a manager role today, it’s easy to worry that AI might one day replace your role. That fear isn’t new—it’s been around since the Industrial Revolution. And yes, some jobs have been replaced by technology. But just as often, new roles have been created. Opportunity has always followed disruption.
I recall when, as a representative, we would receive weekly sales mail. That shifted to email, and now it feels like we’re buried in it. A 2019 Adobe study showed the average adult was already spending three hours a day in email, nearly 30% of their workday. The tools keep evolving, but the need for leadership hasn’t gone away.
Key takeaways
- Belief drives performance, not just data Reps don’t act on information alone. Without belief in the process—or in themselves—no amount of automation will move the needle. Managers play a key role in unlocking that belief.
- AI is powerful, but it’s not personal While CRM tools can record calls and simulate objections, they can’t interpret tone, build trust, or shift mindset. That’s still the domain of strong manager roles.
- Manager-led coaching brings context AI highlights moments. Managers help reps make meaning from those moments. When used together, this leads to growth that sticks.
Belief Drives Behavior
I listen to a lot of motivational content, and one principle sticks with me:
People don’t act on what they don’t believe.
If someone doesn’t see themselves as healthy, no number of tips will change their behavior; they’ll only act in line with their self-image. Sales reps are no different. Over ten years ago, I worked for a company piloting IBM Watson.
The AI recommended which physicians to call on, based on data. Reps ignored it—because it didn’t match what they believed about their territories. Eventually, the pilot was scrapped.
What Modern CRM and AI Tools Do
AI-powered CRM systems can now do incredible things:
- Record and analyze rep conversations
- Highlight coachable moments
- Simulate buyer objections with avatars
- Recommend follow-up steps or sales content
- Score performance and suggest areas for growth
These tools scale insight. They support practice. But they don’t build trust, interpret context, or shift mindset. That’s what good sales managers do.
Why Sales Managers Still Matter More Than Ever
Even with all these tools, manager roles aren’t going anywhere. They’re more essential than ever. Execution is king. And while AI can tell you what happened, it can’t motivate someone to care, adapt their approach, or believe they can improve.
Managers bring:
- Real-time judgment
- Nuanced coaching
- Empathy and credibility
- The ability to unlock belief and drive behavior change
Good managers won’t be replaced by AI. They’ll be empowered by it.
The Reality of AI Adoption
Right after COVID, a wave of research highlighted the uneven adoption of AI. Some companies had strict “no AI” policies—some still do. Others were building internal tools or trying to write policy on the fly. But even those who say “we don’t use AI” often are—indirectly—through their CRM, LMS, or marketing platforms.
Most organizations are still in the early stages: running pilots, learning as they go, and using only a fraction of what’s available. At the ACTO Summit, this was clear. I spoke with several companies that had access to advanced AI capabilities, but very few were using them beyond the basics.
A Deloitte study groups companies into four levels of AI maturity:
- Transformers (27%)
- Path Seekers (24%)
- Underachievers (22%)
- Starters (28%)
Most are still figuring it out. Another post-COVID HR study found that 60% of employees were using AI at work, but fewer than 1 in 5 were aware of any company policy about it. Some orgs are running fast, others are standing still, but nearly everyone is feeling the pressure to adapt.
The bottom line? AI is a tool. It’s not the coach. It’s not the leader. The future still belongs to people who can lead with clarity, coach with empathy, and help others do what the data alone can: believe they can win.
Tools assist. Managers activate.
AI can suggest follow-up steps. But it doesn’t know what your rep is going through. It doesn’t pick up on team culture, burnout, or mindset blocks.
It takes a real coach to say:
- “You seem off this week—what’s going on?”
- “That email may be accurate, but it doesn’t sound like you.”
- “You’re not behind. You just haven’t found your rhythm yet.”
These aren’t things CRM tools can detect. They’re moments that define effective manager roles.
Final Word: Tools Don’t Coach; People Do
AI is changing the landscape—but it’s not changing the fundamentals. CRM systems and AI can give us data, trends, and automation. But belief drives execution. And people don’t change their behavior just because the system says so. They change when a trusted coach helps them see a better version of themselves—and gives them the tools to get there.
Free Download: The Sales Manager’s Guide to Coaching with AI
Want to see where your managers stand—and how to help them level up in today’s AI-enabled sales world?
Download our free guide:
“The Sales Manager’s Guide to Coaching with AI: 5 Steps to Lead in a Tech-Driven World.”
Inside you’ll get:
- A quick self-assessment tool
- A breakdown of what AI can and can’t do in coaching
- 5 proven coaching strategies to build belief and drive performance
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